15 9 23 14 
75 9 82 14 
30 15 70 17 Market Research - Initiating Project Brief
16 20 27 21 Brief Number
28 20 30 21 #
68 20 72 21 Date:
75 20 81 21 02/ 12/ 98
28 23 33 25 R. B. U.
15 23 26 25 Client Group:
41 23 50 25 COLOMBIA
29 25 38 26 Brand Group
40 25 46 26 KOOL
28 27 32 28 Other
66 30 83 33 Camilo Concha/ Andrea Suarez
15 30 26 31 Client Contact:
28 30 46 33 Maria Helena Argüelles/ Edwin Garcia
51 30 65 31 Research Liaison:
35 35 61 36 K001 vs. Marlboro Menthol Lights
15 35 35 36 Project Name/ Description
15 38 23 40 Market(s):
24 38 48 40 Bogotá, Medellin and Barranquilla
15 42 29 44 Referent Brand(s):
17 44 74 45 Current Kool Filter King Colombia 1 1 mg tar @ 0. 51% menthol white tipping.
15 44 17 45 1)
17 45 63 47 Kool Milds KS Japan 9mg tar @ 0. 56% menthol white tipping
15 45 17 47 2)
17 47 54 48 Kool KS. 9 mg tar, @ 0. 51% menthol white tipping
16 47 17 48 3)
17 49 79 50 Current Marlboro Lights Menthol King US 9mg tar @ 0. 66% menthol, white tipping.
16 49 17 50 4)
15 52 32 53 Consumer Segment(s):
24 54 28 55 60%
15 54 19 55 Male:
24 55 28 56 40%
15 56 21 57 Female:
24 57 34 58 18 -29 (100%)
16 57 21 58 By age:
16 59 21 60 BY SEL:
24 59 33 60 AB1 (100%)
32 60 75 62 KOOL Parent regular smokers 50% -alternate smokers 50%
16 60 22 62 By City:
24 60 30 62 Bogotá:
24 62 31 63 B/ quilla:
32 62 75 63 KOOL Parent regular smokers 50% -alternate smokers 50%
24 63 31 65 Medellin:
32 63 75 65 KOOL Parent regular smokers 50% -alternate smokers 50%
20 66 85 68 In order to establish a quantitative basis for determining the winning product, results will be
15 67 19 68 Note:
15 68 30 70 weighted as follows:
30 68 51 70 Alternate 60%, Regular 40%.
15 72 40 73 Background Problem Definition:
16 73 85 78 On September 1 97, PMI simultaneously launched Marlboro Menthol KS Box (16mg tar and Menthol Lights KS Box (9mg tar) in Colombia. These two products became KOOL's direct competitors (Premium Menthol Brands).
16 78 85 81 At the same time KOOL replaced its product with a milder 11mg cigarette (the same KOOL Milds but with a 27mm cork tipping).
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